Scott Burns, CEO and co-Founder of GovDelivery, presents on the transformative power of communications within government. Visit govdelivery.com for more content.

1. The Transformative Power
of Communications
Scott Burns, CEO and co-Founder
October 16, 2012
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2. 2

3. The State of Communications
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4. Or is it really this?
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5. Results for individuals
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6. 6

7. Targeted online advertising
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8. Traditional to digital budget shift
No planned budget shift in
traditional to digital
Plan to shift budget from
traditional to digital
*Data from MarketingCharts.com
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9. Where to start?
Engagement:
Effectiveness: What is the value of
What is our total Value Created
each connection we’re
reach?
making?
Efficiency:
What was the total cost Net Value
of the communication?
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10. Capturing Value
Step 1: Effectiveness (reach):
Build a database
Step 2: Efficiency:
Use automation and integrated solutions to
streamline communications
Step 3: Engagement:
Leverage ability to reach targeted audiences
efficiently to drive desired results
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11. Step 1: Build a database
• Consolidate
• Grow
• Nurture
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12. Step 2: Streamline and connect communications
• Reuse / Repurpose
• Connect (inbound/outbound/collaboration)
• Integrate through open systems (APIs)
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13. Step 3: Leverage reach & efficiency to drive, measure,
and improve results
• Translate geek results to real results
• Watch the data that matters not all the data
• Change when warranted to drive results, not for sake of it
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14. GovDelivery’s Approach
Digital Communication Citizen Service Collaboration &
Management Management Engagement
Email FAQ’s Groups
Discussion
RSS Knowledgebase Forums
Events &
SMS/Text Inquiry Submission Calendars
Case Management Content
Social Media & Resolution Sharing
Blog Social Media Blog
I need to We want to
submit a interact and
Keep me
question and collaborate
updated on
get answers on common
my terms
issues
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15. Example of Database Building:
GovDelivery Network Enhancements
• Network drives 100%-1,000%+ extra growth in outreach for
many federal clients
• Streamlining and Active Management in 2012 have led to
98% growth in Network Effectiveness
Total Network Subscribers
June - July 2012 501,060
June - July 2011 253,316
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16. Veterans Health Administration (VHA) Email Topic Sign Up
1 Enter email into Direct Sign Up Box
3 Presented with other Options
2 Confirm Email (password optional)
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17. Veterans Health Administration (VHA) Email Topic
Sign Up Cont.
4 Answer optional questions designed by VHA
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18. GovDelivery Network Partners
Cross Government
Promotion
VHA partners with
~20 other agencies
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19. Network Partners allow stakeholders to sign up for
updates from VHA without ever visiting the VHA
website
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20. VHA – GovDelivery Network Impact
Source of New Subscribers
(excludes uploaded Subscribers)
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21. Integration & Automation
• Lotus databases
• Drupal
• WordPress
• IBM Websphere
• Salesforce
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22. Mobile development
Android & iOS integrations
• For Administrators:
GovDelivery MobileDCM App
• For Citizens/Stakeholders:
Easy topic subscription via API
integration
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23. USA.gov – Accelerating Outreach
Leveraging Outreach Acceleration from
GovDelivery Engagement Services to collaborate
with other agencies in order to grow it’s subscriber
base so it can connect with 50% more people.
Cross-Promoting in Footers
Cross-Promoting in One-Time Emails
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24. From March to September: 179,231 Net New Subscribers
600,000 Mar to Sep Growth
Over 43%S
565,306
550,000 552,522
541,233
500,000
469,078
450,000
Subscribers
413,933
400,000 406,046
393,602
384,750
350,000
Started
April
2012
300,000
Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12
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25. 66% Increase in Opens and 156% Increase in Clicks
Mar to Sep Growth
Change in Total Email Opens Over 66%
1,500,000
1,400,000
Started
April
2012
1,300,000
1,251,816
1,200,000
1,100,000
1,000,000 Total Email
900,000 Opens
753,452
800,000
700,000
Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12
Mar to Sep Growth
Change in Total Bulletin Link Clicks Over 156%
350,000
300,000 Started
April
2012
279,421
250,000
200,000 Total Bulletin
Link Clicks
150,000
109,022
100,000
Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12
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26. Federal Emergency Management Agency
www.fema.gov and www.community.fema.gov
From a base of 840,000+ subscribers for outbound outreach,
FEMA built an online community for National Preparedness Month
(September) to encourage citizens, public safety organizations and
businesses to educate and empower others to prepare for and
respond to emergencies including natural and man-made disasters
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27. NIST Manufacturing Extension Partnership
NIST connects with more than 100,000 people through outbound
Digital Communication Management across 180 topics.
NIST MEP created an online community using GovDelivery
Collaborative Community Management to connect and promote
collaboration among its regional centers across the country.
• Collaborative community
connects marketing centers
& other departments from
across the country
• Community builds on and
complements success in
digital outreach and
compelling blog content
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28. Centers for Medicare & Medicaid Services
www.medicare.gov & http://questions.medicare.gov
Integrates GovDelivery Digital Communication Management
(DCM) and Citizen Service Management (CSM) to drive broader
outreach and better serve citizens and stakeholders with
questions.
• Engaging millions of subscribers with 3-5 million
messages per month
• 8,000-12,000 new signups monthly with increase
of 30-40% from GovDelivery Network
• Allowing those visiting FAQs to sign up for updates
when answers change
• In eight months, CMS has seen more than 850,000
visits to its FAQs, helping to drive an increase of
more than 80,000 subscribers to over 2400 topics
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29. United States Census Bureau
www.census.gov http://ask.census.gov
The U.S. Census Bureau ran a national campaign incorporating use
of Digital Communication Management into its outreach strategy to
encourage members of the public to participate in the 2010 Census
in a timely fashion. Their overall communications effectiveness saved
$1.87 billion in taxpayer money.
• Integrating outbound digital communications with inbound
customer service requests
• Engaging 300,000+ subscribers across 1700+ topics
• In one month alone, received 175,000+ visits to FAQs,
helping to drive more sign ups
• Growing subscriber outreach by 200% extra through
GovDelivery Network
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30. Government Communications
Maximize direct connections with the public through digital
communications.
Effectiveness – Reach More People
Dramatically increase the number of people you reach
directly
Efficiency – Automate Complex Communications
Streamline communication across email, SMS, social media,
mobile and other channels
Engagement – Create Lasting Mission Value
Drive users to the online and offline activities that
create the most lasting value for the public and your
agency
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